The Role of UGC in Brand Building Authenticity and Trust in the Food Industry

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Author(s): Nitesh Behare (Balaji Institute of International Business, Sri Balaji University, Pune, India)and Dhanashree Babar (Balaji Institute of International Business, Sri Balaji University, Pune, India)
Copyright: 2026
Pages: 24
Source title: Advancements in Digital Broadcasting and Content Platforms
Source Author(s)/Editor(s): M. Nur Erdem (Ondokuz Mayıs University, Turkey)and Özgün Arda Kuş (Uskudar University, Turkey)
DOI: 10.4018/979-8-3373-1459-4.ch007

Keywords: Digital Communications / Digital Media / Information Science Reference / Media & Communications

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Abstract

User-generated content (UGC) is crucial for building brand authenticity and trust in the food industry. Consumers seek real-life reviews, photos, and testimonials to validate brand claims, fostering transparency and credibility. UGC provides social proof, reduces perceived risks, and creates emotional connections traditional ads often miss. It highlights customer experiences, promotes a community feel, and supports a customer-centric approach by integrating feedback. This enhances trust, engagement, and loyalty while positioning brands as transparent, reliable, and committed to quality, safety, and sustainability — key factors in the food sector's competitive landscape

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The Role of UGC in Brand Building Authenticity and Trust in the Food Industry

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